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The corporate ethical behavior is a subject that instigates the reflection and practice of researchers and managers in general. Companies dedicate efforts to offer something valuable to society, making profits and usually doing it in compliance with the current legal system. Specifically in marketing activities, there is a higher potential for conflict between the business conduct and the expectations of society. The purpose of this paper is to analyze the ethical gap of the marketing activities of companies in the Brazilian and French markets.

As a conceptual framework, the authors adopted the main theories on marketing activities, ethical behavior in marketing and business conduct. The field research was divided into three stages: qualitative research with experts, quantitative research with business managers and validation of results with experts. The analysis of results of the quantitative research with business managers was supported by multivariate analysis techniques, namely, descriptive analysis, cluster analysis and regression analysis.

In the analysis of results of this study, the authors present the main marketing behaviors in the perception of business ethics in the Brazilian and French markets. In addition, as the main result of the research studies, the authors propose a model for the analysis of ethical gaps in marketing.

The paper proposes a model of analysis of ethical gaps in marketing that relates the omissive and comissive behaviors according to the pressure that society imposes on markets.

The paper presents the main marketing behaviors in the perception of business ethics in the Brazilian and French markets. Thus, understanding what are the main marketing behaviors associated with the perception of business ethics allows the organization to leverage its marketing behaviors that are more positive and further develop less positive marketing behaviors.

As the main contribution, this paper proposes a model of analysis of ethical gaps in marketing that relates the omissive and comissive behaviors according to the pressure that society imposes on markets. The model allows the identification of the negative marketing behaviors in the four quadrants designated as opportunism, negligence, recklessness and incompetence. By mapping the problems, it is possible to minimize or eliminate the differences between the marketing behaviors of the company and the expectations of society.

The purpose of this paper was to present the stages of the Brazilian startups' organizational life cycle (OLC), identifying and describing the main factors related to the entrepreneurial and organizational perspectives, as well as the factors related to external relationship agents and the associated risks at each OLC stage. In addition, the variables that comprised the three perspectives above were used for a descriptive reading of the evolutionary process from the perspective of intellectual capital during the stages.

The type of research used was quantitative with a descriptive character. For data collection, the authors have used the survey method and two complementary questionnaires were used as research tools. The measurement scale used in these instruments was the 11-point Likert scale. In total, 100 Brazilian startups registered in the STARTUPBASE and residents in São Paulo comprised the sample of this research. For the data processing, it was used the exploratory factor analysis techniques, to identify the analysis factors, and the cluster analysis, to identify the OLC stages.

Based on the results obtained, four stages were identified and described to build the OLC model of this research: Stage I – conception and development; Stage II – organization and traction; Stage III – growth and scale; and Stage IV – consolidation and transition. In addition, the authors described the main lines of evidence found at each stage.

This research contributes to academic studies of the OLC in startups and the evolution of risks that originate from the relationship between external agents in the business environment and startups. Thus, a management map is built, which helps entrepreneurs and managers construct these businesses since such a management map allows identifying the risks and challenges that a startup needs to overcome to grow and develop.

The originality of this research lies in the adaptation of the OLC approach, which is widely used in studies analyzing the growth and development of mature organizations. The authors used this adaptation to analyze the growth and development of startups in Brazil. In addition, the identification and analysis of external agents that make up the business environment, as well as the analysis of the risks, originated from the relationships between the startup and these agents, brought original and essential results and discussions, both for OLC studies and for risk analysis studies in startups.

This study aims to investigate the risks associated with managing the dispersed knowledge in inter-organizational arrangements for innovation. Specifically, it proposes a model to analyze the knowledge management risks in open innovation, applied in four steps.

Initially, the authors carried out a systematic literature review (SLR) on the concepts that connect knowledge management, inter-organizational arrangements for innovation and risks. The SLR results led to a complementary theoretical review on the conceptual elements in question. Based on the findings, the authors have developed a model to analyze the knowledge management risks in open innovation, which was validated by experts. It was then studied the case of GOL Airlines, a company that uses innovation to overcome the paradox between low-cost and full service in the commercial air transportation industry, considering the application and adjustment of the proposed model.

Open innovation is one of the inter-organizational arrangement types most applied in the context of innovation. Relations between agents are the primary sources of risks when managing the dispersed knowledge in these arrangements. The authors have found five main risks associated, namely, risk of the innovative effort does not reach the expected objective, risk of knowledge transfer being ineffective, risk of misappropriation of value, risk of dependency (lock-in) and risk of relations.

The practical implication is the proposition of a procedure for applying the model to analyze the knowledge management risks in open innovation, which makes it a prescriptive model for identifying risks. The proposed model is described in four steps, namely, to identify the agents in the environment of the value of open innovation; to identify the types of relations of each agent; to consider the barriers to knowledge management in innovation; and to assess the risks considering the possibilities derived from the agents, their relationships and the barriers. The model is applied in the GOL case and the results are presented.

First, it uses a novel approach to investigate open innovation while studying its risks. This approach considers the knowledge is dispersed and flows from one organization to another through a combination of relations inside the environment of value where the open innovation materializes. Second, it contributes to theory development by opening a research front that fuses four areas: risk management, knowledge management, innovation and inter-organizational arrangements. Third, this paper proposes a theoretical model and presents its operationalization. The study aims to make an impact beyond academia and uses a case study to illustrate the model application in a real and interesting open innovation project to support the business model at GOL Airlines.

The transition from a traditional purchasing system to a JIT purchasing system can be a slow process or even unattainable, because of unreliable suppliers. The purchaser tries to co‐operate with the vendor, with the goal of receiving smaller, more frequent deliveries, on time, with the quality and quantity required. Often the vendor is ready to co‐operate, but is unable to fulfil these requirements. Provides simple models and methods to aid purchasers in this transition state. Gives simple approximate formulas for the minimum safety stock necessary to ensure the required service level of supply. Considers the case of random delays in shipments, random yield and uncertain demand, which are typical characteristics during the transition period. This safety stock depends on the order quantity and the number of shipments. Provides a simple method to find the order quantity, the number of shipments and safety stock, which minimize the joint total cost of the vendor and purchaser and ensure the required level of supply. Analyzes the savings provided by this method and the sensitivity of the models, in detail.

Special Needs Assessment Procedures (SNAPs) are procedures which evaluate children who have diverged from – implicitly implied and/or explicitly stated – norms. In the course of such a SNAP, the child is evaluated by a diverging set of experts who ultimately determine the place and mode of schooling. As such, SNAPs can be read as manifestations of potentially excluding practices but also as temporal and cultural configurations concerning the very topic. By considering these (ever changing) temporal, cultural and geographical influences and understandings, SNAPs – as one aspect regarding inclusion and exclusion – can be read divergently. This chapter takes a closer look at SNAPs by firstly outlining their very structure and then presenting theoretical as well as empirical instances in which SNAPs violated their own logic or, in other words: SNAPs, as a mechanism of producing inclusion/exclusion, became divergently. Based on these incoherencies, the chapter later outlines potentially fruitful paths of future research.

This study aims to investigate an under-researched area, an international marketing perspective, based on international dynamic capability, environmental sustainability and organizational marketing performance in gamification and non-gamification-based organizational culture (OC). This paper deepens the understanding of gamification-based and non-gamification-based OC influence on innovation capability and environmental and organizational marketing performance through the theory of organizational creativity and the theory of administrative behavior (AB).

The authors collect data from firms that abide by the ISO 14091 certifications to ensure the proper quality standards. Primary data from 384 firms are used to test the hypotheses. The results would help firms invest in technological solutions by practicing creativity over time. Additionally, the study helps explore how AB is critical in steering technological creativity for making firms climate-conscious.

The study's findings identified that OC has a positive influence on technological innovation capabilities and environmental innovation capabilities. Technological innovation capabilities have a beneficial impact on environmental sustainability. Environmental sustainability appears to have a substantial correlation with technological innovation skills. Environmental innovation capabilities positively impact environmental sustainability and organizational marketing performance. A moderating effect of gamification on the international dynamic capabilities within a relationship between organizational culture and environmental innovation capabilities exists.

The investigation is confined to understanding how gamification-based and non-gamification-based organizational marketing culture affects innovation capability, environmental sustainability and organizational performance through the lens of theory of organizational creativity and theory of AB.